imaginative public relations


Imagination PR is dedicated to growing the profile of beauty, health and grooming brands. We pride ourselves on being the ultimate experts in our field. Our clients range from some of the world’s most recognised beauty powerhouses to niche luxury brands and start-up businesses.

Established in 2009 by Helen Macoun, the director led team boasts over 50 years combined experience gained across both agency and in-house, we know what works. Our approach is completely bespoke; no two brands are the same, and so every strategy we work on is fresh, new and tailored to our client’s needs.


We have great industry relationships, from decade-long friendships with senior magazine directors and editors to fostering relationships with the newest, most relevant bloggers and influencers. Our little black book boasts the top digital creatives, writers, production and event agencies that London has to offer.

We are so proud of our clients; all leading health and beauty brands across a wide range of disciplines.

May 2017 saw the launch of their second luxurious facial mist, Digital Detox.

Based on the unique silver-rich spring water which flows below the wild-flower meadow at the founders farm in East Sussex, this hydrating mist is created with a blend of organic flowers, native herbs and exquisite essential oils, many of which have an inherent affinity with the ancient hedgerows of East Sussex, England.


With three decades of experience developing fragrances that reflect the heritage and the traditions of luxury perfume creation, Amouage is devoted to crafting finely blended perfumes using only the highest quality and rarest ingredients.

In February, Amouage launched an exquisite new creation in the form of a luminous and carefree green floral fragrance entitled Bracken Woman. Inspired by the heady and light-hearted pleasures of the ‘Summer of Love’, Bracken Woman is an olfactory tribute to nature and the bohemian hippie spirit of the 1960s.

April saw Amouage introduce Blossom Love. This new fragrance is the most recent addition to its floral themed The Secret Garden Collection in which thoughts, feelings and experiences are freely explored without the complications of the contemporary world.

July sees the launch of Figment Man & Figment Woman, an extraordinary and beguiling perfume, Figment is the highly anticipated third chapter of ‘Portraits of Life’, an exuberant exploration of the second cycle of the Amouage narrative by Creative Director Christopher Chong.


A luxurious scented collection for bath, body and home. Inspired by the beauty and therapeutic properties of plants and made in the British countryside, each of the products has its own bespoke set of ingredients chosen for their remarkable properties and compelling scents, imbued with the power to restore and revive.

The Bramley range was created by Wiltshire based Chloë Luxton and can be found in guest bathrooms of The Beckford Arms, Wiltshire and over 350 like-minded hotels, pubs, restaurants and shops, including Graham and Green.


Color Wow is the first complete range of professionally-formulated products engineered to keep colour epic. Created by renowned beauty product innovator, Gail Federici (CEO & ‘chief problem solver’) and John Frieda (the duo known for solving frizz and perfecting blonde), Color Wow harnesses the power of breakthrough technologies to keep colour-treated hair at its peak.

All formulas are created in-house, and go through stringent testing (clinical, as well as "real life" evaluations by top tier salon pro’s and network of veteran beauty experts, including their Creative Colour Director Nicola Clarke who tests on her a-list clientele.

Color Wow has one criteria for product success: demonstrable results. June saw the launch of Dark Blonde Root Cover Up, a deep, rich honey blonde tone, and addition to the current 7-shade spectrum.

The new shade resulted from a collaboration with beauty innovator Gail Federici, CEO & Founder of Color Wow, and Nicola Clarke, Color Wow's Creative Colour Director and colourist to a cadre of celerity 'Kate's', including Kate Moss, Kate Beckinsale, Cate Blanchett. Nicola is a huge fan of the Root Cover Up, using it on her "girls" to ensure flawless colour and the look of perfectly thick, healthy hair under unforgiving lights.


For 45 years, Cosmetics à la Carte has been committed to providing a bespoke beauty service that empowers women to look and feel the most confident and beautiful versions of themselves. Providing custom colour and innovative natural skincare at an affordable price, Cosmetics à la Carte uses quality formulations, custom blending foundations to suit all skin tones, textures and ages.

Founded in 1943 by Lynne Sanders, a cosmetic scientist with a passion for beautiful, natural makeup, Lynne proudly remains a creative force, creating new shades and formulas at their London laboratory.

The Cosmetics à la Carte boutique can be found on 192 Pavilion Road, Sloane Square, London, SW3 2BF and Fortum & Mason.


CULT51 skincare is designed to restore the skin’s natural youthful radiance to give a smoother, fresher, firmer complexion that really glows. Results are achieved using the finest actives at concentrated levels to really affect not just the skin’s surface, but penetrate into the deeper layers.

March saw the launch of the new Day Cream, which tackles the many aggressors that the skin faces during the daytime; preventing UV induced pigmentation, neutralising pollution, tackling redness, reducing the appearance of fine lines and wrinkles and increasing skin’s moisture levels by up to 20% after 12 hours.

Following on from the successful launch of their Day Cream, CULT51 were delighted to announce their launch into SPACENK on 27th June.


Annee de Mamiel is a leading authority on high performance natural skincare and the effects of stress on the skin. de Mamiel’s botaniques Collection is made up of a Restorative Cleansing Balm, Brightening Cleanse & Exfoliate, Rosey Lip Balm, The Restoration Body Serum & Salvation Body Oil which only use the highest grade essential oils in powerful aromatherapeutic blends and mood- boosting, balancing flower essences. In addition there are the 100% organic hand-blended seasonal facial oils and Altitude Oil.

The atmospheriques collection is pollution-proof skincare. The range features the Pure Calm Cleansing Dew, Intense Nurture Antioxidant Elixir and Exhale Daily Hydrating Nectar SPF30. Each has been designed to help combat the damaging effects of constant environmental stress, allowing skin to breathe, rejuvenate and repair, using only the purest, highest-grade essential oils, active phytonutrients and powerful antioxidants to naturally empower your skin from the inside out. 5th of May saw the launch of de Mamiel’s beauty kits, Long Weekender and Discover de Mamiel. Containing a curated edit of de Mamiel essentials, which specialise in remedying the effects of stress on the skin, these kits provide an introduction to the restorative and rejuvenating range. The kits are available online.

June saw the launch of the Summer Facial Oil, just in time for the summer solstice on the 21st June. Summer Oil contains lighter-weight oils, so it is fine for humid weather and general summertime conditions. Through increased sun exposure, we do put our skin through battering conditions, this oil protects (Prickly Pear) combats dehydration (Prickly Pear), reduces inflammation (echium), and builds glowy radiance (Lemon Seed)


Sarah is a master in the field of beauty enhancement, with an enviable reputation for tasteful results that enhance every face. Located in her practice, The Lovely Clinic (TLC) on Walton Street, Dr Tonks specialises in enhancing external beauty and wellbeing to give her clients the true joy of life. With doctorates in medicine and dentistry, and diplomas in cosmetic science and dermatology, she possesses the perfect combination of high-level training, extensive experience and natural talent.

Dr Tonks has developed a method within TLC known as The Process®, which takes a conversation-led approach to every client, working with them to identify and understand exactly what support is needed and how to achieve it through a tailored treatment programme.

The result is a beautiful appearance which is both balanced and authentic and avoids unnatural enhancement of certain features with neglect of the surrounding areas of the face. This approach has earned the confidence of many clients, who are willing to share their aspirations with Dr Tonks and who are happy to place their face in her hands and trust her recommendations.


Elemental Herbology has the pursuit of good health and natural wellness at its core. Combining high performance, natural ingredients with exquisite plant oils, their products are developed to counter the skin damaging effects of ageing, lifestyle and the environment.

Based on the Five Element Theory (Wood, Fire, Earth, Metal, Water) found in Traditional Chinese Medicine, each product in the natural skincare and body care collection is formulated to help skin tackle the effects of busy lives and help to find true harmony. Facial and body treatments are available at Bhuti spa Richmond, Congham Hall, Headlam Hall, Ockenden Manor, Royal Crescent Hotel and Rudding Park.

August will see the launch of Nutrition Infusion Sheet Masks. Available in sachets of four, this deeply hydrating sheet mask instantly brightens the complexion while soothing and hydrating the skin.


Elequra is a new, bio-designed skincare range, blending the world’s most beneficial natural ingredients with advanced processes for formulations that completely transform the skin. Elequra has been created around the central premise that optimum skin health is best achieved using ingredients which are not synthetic or natural; but rather a unique hybrid of the two.
Described as ‘bio-designed natural extracts’, these ingredients are extracted from plants selected for their nutritional composition, then carefully processed and formulated to maintain their potency.
The result is Elequra - a range of highly-acclaimed, British-made products that have 100% positive results in independent clinical trials and proven to decrease wrinkles by an average of 34% in 28 days, whilst significantly boosting radiance and glow.


A focused range of TARGETED CARE, each serum focuses on one targeted short term result as well as deep long term skin regeneration.

ELIXSERI serums are nature, science and luxury combined.

Free of harmful chemical additives.

Perfect for any age, any gender, any ethnicity and all skin types.


Hello Day is a unique range of proven natural food supplements designed especially to help you prepare for the challenges that come with each new season, conveniently presented in a health-boosting seasonal box.

Nature has its own rhythm, and we all feel it as the seasons roll by. So whether you naturally feel sunnier through the summer or are only in your element in winter, Hello Day’s unique wellbeing solutions will ensure that you flow through the seasons with a smile on your face.


Located on Aldford Street and New Cavendish Street in central London, John Frieda Salons are home to some of the UK's leading stylists and colourists, including internationally renowned Creative Colour Director, Nicola Clarke. Widely acclaimed for her flair and creativity, Nicola is one of the most highly regarded colourists both sides of the Atlantic, regularly working with some of the world’s most famous style icons.

The latest launch is ‘Colour Flash’ a playful ‘pop’ of under colour expertly placed under the top layer of hair, from the temples to the back of the ear to create a finish that’s as unique as you are. Created by Carmel Blackburne, who is an integral part of colour guru Nicola Clarke’s team, Colour Flash is a versatile look that can be as subtle or as bold as the client wants to achieve. It can be styled to ‘back flash’ when hair is tied up for grown-up, subtle flashes of colour. Price from £95, available at John Frieda Salons nationwide.

July sees John Frieda Salons launch in to the new Nobu Hotel Ibiza Bay. The exclusive John Frieda salon will have four chairs staffed by the A-list London team and will also offer in-room hair services at the boutique beach retreat.


A new leg care brand developed by beauty aficionado Kate Shapland, aka The Legologist. A beauty writer for 25 years, Kate is passionate about leg care, believing that cellulite is often the symptom of a lazy lymph & best addressed with an integrated approach that includes daily stimulating massage.

April saw the launch of Killer Legs kit, available from Liberty and Net-a-Porter. Containing the brand’s high performance leg-making heroes in a crisp white cotton zip-up washbag, Killer Legs is the ultimate summer contouring and beautifying kit for pins. It also slips neatly inside a suitcase so benefits can be maintained whilst away.

The kit contains Air Lite contour cream, Sun Lite wash-off tinted gel, Exfo Lite detoxifying salt scrub and Lymph Lite leg brush. Lymph-Lite Boom Brush For Legs, which launched this April, is a simple natural bristle brush sized to fit comfortably in the palm of your hand or your washbag.


Founded by Tricia Cusden, Look Fabulous Forever is on a mission to encourage older women to look, feel and live fabulously – forever.

All LFF makeup is pro-age, which means it’s specifically formulated to suit more mature faces, eyes and lips. February 2018 sees the launch of Tricia’s first book, Living the Life More Fabulous; a beautifully illustrated guide to feeling stylish, healthy and happy.


A range of innovative natural plant protein shakes formulated to support your mind and body throughout active days. Raw and vegan superfoods and botanicals form the basis of MACACHA blends, with each shake containing a balance of ingredients carefully selected to offer a particular benefit. Built from a base of organic rice and pea proteins, the formulations are bursting with botanicals, with each shake containing herbs and adaptogens chosen for specific benefits: the Signature 6 nutrient-dense foods are designed to support all health systems in the body.

Created by Inés Hermida, former UK Head of Health and Beauty at Whole Foods UK, each MACACHA shake is at the forefront of natural formulations, following Ines’ exacting standards. They are free from artificial ingredients, emulsifiers and thickeners, ensuring they are most natural protein shakes on the market. The range currently consists of Energy and Peace shakes, with Beauty launching in September and Power launching in October


Remodelage was created in 1998 by Parisian, Martine de Richeville. An acupuncturist who has dedicated time and research to fusing occidental and oriental views on health and beauty, Martine was interested in both physical and psychological aspects of individual’s personalities to find a way of coming back to a better emotional and physical balance.

Remodelage is a manual slimming and toning technique, which incorporates a specific ‘8 shaped’ motion created by Martine. It works on the hypodermis down to the deep fascia. It identifies and softens the older fat deposits allowing a stronger capillary circulation which is the only real method to eliminate fat excess in the tissue, restore skin tonicity and texture. As the tissue is softened, oxygen and nutrients can work to their optimum cellular activity.


They are a range of environmentally conscious, convenient and easy to use, finger toothbrushes.

The ingenious Melo iKO and iKO KIDS mean you never have to find a bathroom to brush your teeth again. No need for water or toothpaste - simply slip it onto your finger and thoroughly clean teeth and gums with its gentle bristles. If you have an extra minute, the iLO soft, elastic dental floss stretches to the width of your teeth, releasing fluoride with each use to gently cleanse your gums. Instant, squeaky-clean teeth, healthy gums and fresh breath, wherever you are.

Every product is 100% recyclable and made without latex, silica, proteins, PVC chemicals or Sodium Lauryl Sulfate. Melo products contain a unique, patented polymer and are designed to release fluoride with each use, keeping your mouth fresh with each use. Ingenius to get little ones to brush their teeth and brilliant when travelling to help you stay fresh without the need for a big toothbrush and toothpaste


As the leaders in probiotic supplements, OptiBac use specific, highly researched, probiotic (and prebiotic) strains with added antioxidants for a potent formulation that absorbs more effectively into the gut. The OptiBac Probiotics range consists of eleven different supplements containing specific probiotic strains to target specific health conditions from ‘For every day’, to ‘For your cholesterol’, ‘For women’ and ‘For travelling abroad’.

April saw the launch of ‘For every day MAX’ a powerful, high strength probiotic supplement containing 50 billion high-quality live microorganisms per capsule in a combination of three strains (L. acidophilus NCFM, B. lactis HN019 and B. lactis Bl-04) which have been extensively researched by international scientists. The result is a NEW super strength product, which matches quantity with exceptional quality in a daily capsule.


The much loved singer/ songwriter and style icon Pixie Lott has delved into the world of beauty with her first range of hair products!

Pixie Lott Paint is a fun, commitment-free range of wash out, head-turning hair colours.

The range is available to buy from Superdrug stores andincludes Hair Chalks, Metallic Sprays and Wash Out Hair Colours that mean you can change your hair colour to suit your mood.


Born from decades of research, SkinCeuticals provide advanced skincare backed by science. Recommended by dermatologists and skincare experts globally, the products are known to correct the appearance of the signs of ageing and help prevent future damage.

May saw the re-launch of the SkinCeuticals Double Defence, SkinCeuticals, an antioxidant authority for over 20 years, offers future-proof formulations for your skin using high-potency triple antioxidants combined with broad spectrum sunscreens that help protect the skin daily and prevent further damage. Backed by a wealth of research against atmospheric aggressors, the Double Defence regime is about preventing against future damage and protecting healthy skin.

An antioxidant serum and SPF are used in combination to create the ultimate ‘Power Couple’ - efficient alone, but unstoppable together; to shield the skin against atmospheric skin ageing.


British Born and made, SLIXIR® brings a new category to nails and long absent innovation to the hand cream aisle. Clinically tested, its breakthrough technology is set to change our lives in a tiny but mighty way. Founded by Helen Gilmore, former UK Head of Marketing for CND (Creative Nail Design), this results-driven formula is a potent age-enhancing hand cream, which also cares for and extends the wear of any nail polish.

SLIXIR® can replace both cuticle oil and daily use hand cream and can be applied to any nail polish or skin type, its light non-greasy texture sinks in quickly.


Pure, Honest and Effective, Tropic Skincare’s products are freshly made, vegan friendly, naturally derived and contain no toxic chemicals, parabens or other skincare nasties.

Created by Apprentice star Susan Ma, with the support of Lord Alan Sugar, Susan believes that plants and fruits that flourish in challenging tropical climates are the most beneficial for the skin.

Tropic began life as one product, a homemade body scrub, now the bestselling Body Smooth Refreshing Polish, sold at a stall at Greenwich Market. The range now boasts over 100 products including indulgent body care and results-driven skincare, freshly made by Beauty Chefs in their Surrey Beauty Kitchen.

Certified by PETA, the Vegan Society and Cruelty Free International.


Created in 1931 by Dr Haller, Vichy offers women a range of skincare products specifically designed for sensitive skin. The Vichy range encompasses high performing skincare, bodycare and suncare all containing the famous Vichy Mineralizing Water and also the award winning Dermablend high coverage makeup collection.

July sees the launch of Mineral 89 which combines the power of Vichy Mineralizing Thermal Water + Hyaluronic Acid to strengthen the skin’s barrier function whilst protecting it from pollution. Formulated with 89% Mineralizing Thermal Water and just 11 other ingredients, Mineral 89 is a new ‘Step 0’ in your daily routine: plumping, protecting and preparing skin from within for the next steps in your skincare regime.

Suitable for the most sensitive skin, the light and fast absorbing formula drenches skin with freshness before disappearing instantly, getting to work to stimulate antioxidant defences and reinforcing skin’s integrity by stimulating regeneration and improving its barrier function. Vichy is available at Boots and leading pharmacies nationwide.



Our method is simple. We immerse ourselves completely in our brands, offering the dedication of an in-house PR team with the dynamism and connections of a creative agency.

We ensure that we build a clear vision and voice for our brands, amplifying core messages and raising their profile.

We work to fulfill and surpass our brief, with a keen eye on driving sales and customer acquisition as we build a strong image for our brands through relevant, targeted activity. We create and manage creative PR strategies, encompassing everything from memorable launches and events to a pro-active press office and powerful social media concepts. From traditional print to wider influencer strategies, we tailor-make our campaigns to smash targets and consistently deliver above expectations.


In today’s world of experts, endorsements, online tutorials and product reviews, getting your products into the right hands has never been more important.

We will recommend and manage appropriate VIP sampling and sponsorship opportunities that we know will be right for your brand, and use our relationships with agents, celebrities and influencers to ensure your brand is being talked about above and beyond the traditional media route.


We have a strong track record in identifying the best, most effective collaborations for our clients.

Our industry insight enables us to recognise a headline grabbing brand partnership; and our extensive little black book means we have the contacts to make it happen. Our day to day interaction with leading agents means we are able to recommend the right ambassadors for the right project, from emerging stars of social media to international superstars from the big screen.

The PR world is becoming increasingly focused on the digital sphere. At Imagination PR we recognised this early on, and made up to date knowledge of the digital world a priority.

We believe that social media is critical to a relevant communication strategy. As such, we have built a specialist team to support you in this element within your wider PR strategy, managing product placement and social media influencer relationships where appropriate.

We will work with you to identify the right strategy to comprehensively grow your brand, based on your wider business objectives.

Our decades of experience working across brands similar to yours means that we know how to reach your customer, how to talk to them and crucially - how to grab their attention.

We are seasoned event planners, and have produced everything from large scale brand parties to niche product launches for our clients.

We pride ourselves on our polished events, creating standout from the concept to the guest list and everything in between. We have long established relationships with venues, production companies, suppliers, agencies and influencers, and use these to execute events that have a real impact.

We will proactively reach out to all sectors of the media on your behalf.

Our excellent relationships span fashion and beauty editors to senior publishing directors and magazine editors, bloggers and influencers as well as niche sectors such as food and interiors. We will be proactively meeting and speaking with them about your brand every day.



Imagination PR
Battersea Studios 2,
82 Silverthorne Road,
London, SW8 3HE